Nobody really likes to write a business plan. But I think most people can sketch a business model. Entrepreneurs usually have a bias for risk and action and writing a business plan is sometimes a burden. From my experience, I believe three big obstacles are that 1) it has to be written in full sentences in a word document 2) it requires planning too long in the future 3) theory, models, graphs are paralyzing.
As a strategist, I've used tons of different models to work out different kinds of strategies in the business/marketing fields – corporate, sponsorships, branding, communication, new product launch, e-Commerce, content marketing, social media. Then there's jobs to be done, business model canvases, disruptive business models, industry forces, blue oceans, etc. It's easy to get lost.
So when I stumbled upon this model via HBR, I was instantly hooked. It asks you to sketch your business model, not to write a whole business plan. It is the most basic questions that every successful business must answer. It's the building blocks of your business model.
It's a model, not a plan. And entrepreneurs have very good instincts about how their « engine » will work. So less writing/planning, and more sketching. And the model if really easy to adapt to the different kinds of business/marketing startegies I've mentionned before.